Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

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COEP Technological University (COEP Tech) and JSW Projects, a subsidiary of JSW Group, have signed a Memorandum of Understanding to establish an Advanced Battery Research & Development Centre at COEP Tech's Chikhali Research Park in Pune.

The initiative represents a combined investment of over INR 8 billion to construct an indigenous battery prototyping and pilot-scale research facility on an academic campus in India.

The project is structured in two operational phases – phase 1 will establish a Cell Research & Development Centre focused on the design, simulation and prototyping of lithium-ion and sodium-ion cells.

Phase 2 will expand the site into a Cell Validation Centre with pilot-line capabilities to produce battery cells ranging from 100 Ah to 600 Ah. The facility aims to develop cell chemistry and battery architectures adapted to Indian climatic conditions and operational requirements across electric mobility and stationary grid storage applications.

Sunil Bhirud, Vice Chancellor, COEP Technological University, said, "This collaboration has the potential to create a strong indigenous alternative to imported batteries and make a significant contribution to India's journey towards self-reliance. For students, it will provide a unique opportunity to learn and work on cutting-edge battery technologies. The scale and scope of the Phase I and Phase II collaboration between COEP Technological University and JSW make it a landmark industry-academia initiative. At a time when next-generation battery technologies are receiving significant research attention across the country, the partnership places research, innovation and technology development on a much larger platform. The collaboration has the potential to develop technologies that can reduce dependence on imported batteries and contribute to the vision of a self-reliant and developed India. The scale of this initiative makes it a significant step forward in strengthening India's battery technology ecosystem. We are grateful for the valuable support extended by the Government of Maharashtra and the Board of Governors of COEP Technological University in enabling this important initiative."

Sajjan Jindal, Chairman, JSW Group, said, “Cell is the new oil. Just as oil powered the last century, battery cells will power this one, from electric vehicles to the grid. For decades, India has spent precious forex importing oil. This time, we must build the cutting-edge skills and capabilities to make these cells right here, for a new India. Our partnership with COEP Tech, with its 170-year legacy of engineering excellence, will bring industry and academia together to design, test and validate cells built for Indian conditions, and help shape India's clean energy future.”

The R&D centre is designed to support the energy storage initiatives of JSW Energy and the electric vehicle manufacturing operations of JSW Motors. The facility will also serve as a platform for intellectual property creation, scientific publications, and technical workforce development within Maharashtra's industrial belt.

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German automotive major the BMW Group has received the ‘Global New Energy Vehicle Innovative Technology’ award at the 2026 World New Energy Vehicle Congress (WNEVC) in China.

The company was recognised for its sixth-generation (Gen6) high-voltage battery system, which uses round battery cells with a high-nickel cathode. The BMW Group was the sole non-Chinese automotive manufacturer to receive a technology award at the event.

The Gen6 battery system serves as a component of the company's upcoming ‘Neue Klasse’ vehicle platform, which will be integrated across its electric vehicle lineup. In developing the sixth-generation eDrive technology, the BMW Group filed over 500 patent applications. The battery architecture utilises an 800-volt system, bidirectional charging capability and a cell-to-pack design that integrates cylindrical cells directly into the battery pack without intermediate module structures.

Jochen Goller, Member of the Board of Management, BMW AG responsible for Customer, Brands, Sales, said, “We are very proud to receive this international award for our Gen6 high-voltage battery. It confirms our long-term approach of combining technological innovation with the highest standards of quality and safety and genuine customer relevance. With the Neue Klasse, we are setting new benchmarks in this area.”

Thomas Engelhardt, Senior Vice-President Development High-Voltage Batteries, Charging at the BMW Group, said, “The Gen6 high-voltage battery represents a technological leap across all customer-relevant features. Its innovative, flat design with cylindrical cells paves the way for greater range and faster charging, while maintaining the highest level of safety. As a core technology of the Neue Klasse, it forms the foundation for fully-electric driving pleasure across the entire BMW portfolio.”

The battery system incorporates steel-housed round cells, multi-stage insulation and thermal management features. The energy management functions are directed by the ‘Energy Master’ unit, featuring hardware and software developed in-house by BMW to manage power distribution, vehicle electrical system supply and battery data processing. The Energy Master system provides compatibility with both 400-volt and 800-volt charging infrastructure and allows for the integration of alternative cell chemistries.

The presentation marks the fifth consecutive year and sixth time overall that the BMW Group has received recognition at the World New Energy Vehicle Congress, an annual industry conference bringing together automotive, academic and government representatives to discuss electric vehicle developments.

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Japanese automotive component supplier Toyoda Gosei Co has announced plans to establish a new manufacturing facility in the Bidkin Industrial Area in Maharashtra.

The plant will produce interior and exterior components, including bumpers and instrument panels, alongside safety systems such as airbags and steering wheels and functional components like plastic fuel filler pipes.

It will commence operations in the first half of 2029 to supply Japanese car manufacturers operating in the country, including Toyota Kirloskar Motor, which is constructing a vehicle plant in the same industrial zone.

The development represents Toyoda Gosei’s eighth location in India and will operate as a branch plant under its subsidiary, Toyoda Gosei South India.

The site covers approximately 78,400 square metres of land with a planned building area of 29,200 square metres. Toyoda Gosei plans an investment of approximately INR 5.758 billion (JPY 9.3 billion) for the project, with projected workforce numbers reaching around 570 employees by 2030.

The facility will incorporate equipment including electric injection moulding machines with automated mould-changing systems, a bumper painting booth, automated guided vehicles and rooftop solar panels.

Production processes will integrate Internet of Things technology, digital transformation systems, collaborative robots, and mechanical mechanisms derived from Karakuri design principles.

The expansion comes as product demand in India shifts from compact cars toward sport utility vehicles. Toyoda Gosei intends to utilise the new facility to expand its local development and manufacturing network across the region.

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Pune-headquartered automotive company Kinetic Engineering has announced an investment of approximately INR 570 million to support its capital expenditure requirements and expand its electric two-wheeler segment.

The company shared that it intends to deploy INR 170 million toward CAPEX, while INR 400 million will be directed toward electric vehicle manufacturing and distribution. The capital injection is being executed through the final tranche conversion of 4,451,000 warrants issued to promoters in March 2025.

The investment follows an increase in the company's dealer network and product distribution footprint. Kinetic Engineering has signed letters of intent with over 150 dealers across India, with 60 dealerships operational featuring sales, service and spare parts operations. Promoter shareholding in Kinetic Engineering has increased from 50 percent to 69.27 percent over the past four years.

In its electric two-wheeler business, the company is focusing on its Kinetic DX and DX+ scooter models, which incorporate 3.1 kWh lithium iron phosphate battery packs that deliver a range of up to 132 kilometres under Indian Driving Cycle test conditions.

Ajinkya Firodia, Vice-Chairman and Managing Director, Kinetic Engineering, said, "Kinetic Engineering is entering an exciting phase of growth, with strong momentum across both our automotive components and electric mobility businesses. Our auto-components business is seeing a healthy pipeline of new orders, which will support growth and help us work towards our target of improving EBITDA margins to around 12%. At the same time, the response to our Kinetic DX electric scooter has been encouraging, giving us confidence to expand our presence across markets. With continued investments in capacity, technology and our retail network, we are focused on scaling both businesses and building Kinetic into a leading and enduring player in India’s electric mobility segment."

The company aims to secure a position among the top ten electric vehicle brands in India as industry projections indicate electric two-wheeler market volumes could expand from 1.8 million units to 7 million units by FY2030.

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